There are writing techniques that can be employed to draw users to your web site and deliver information in a way that keeps them coming back.
Web sites are a unique form of communication and require a specific style of writing. People scan web sites, looking for specific pieces of information. Web site content must be written to convey information quickly. Content may not be read sequentially. It must be written without reliance on a chronological or formal order.
Competition to draw users to a web site is intense, so the content must be enticing and specifically targeted to its audience. Users' attention spans are short and they are wary of unsubstantiated claims, so the web site must clearly deliver the information the user expects.
We've developed a checklist you can apply against your content to assess and enhance its effectiveness.
'Chunk' information
Use bullets, numbers and short paragraphs to break up text and make it easy to scan. Express one idea per paragraph.
Divide text with headings
Use first-level headings to tell the user what the document is about. Use second-level headings to tell the user what each sub-section is about.
Limit acronyms
If you do use acronyms, define them the first time they are used on each page.
Limit jargon and buzzwords
The user will understand simple content better and trust it more.
Keep sentences short
Consider presenting complex concepts in graphics rather than text. Aim for clarity and brevity. Match your language to your audience.
Use the active voice
To use the active voice, construct sentences in the following sequence: subject, verb, object. This makes sentences shorter and easier to understand. For example:
Active voice: The manager reviews the schedule daily.
Passive voice: The schedule is reviewed daily by the manager.
Move from general to specific
If you need to convey detailed information, introduce it and then let the user click to another screen for further details.
Minimise scrolling
Don't make the user scroll vertically more than two screens. Don't make the user scroll horizontally at all.
Validate the information
It is imperative that your users trust your content. Enhance its authenticity by making sure it is spell checked, grammatically correct, accurate, branded and cited.
Eliminate spatial references
Don't use phrases like, 'As shown previously' or 'See below'. The user may not read the content in any particular order.